marketing strategies: to get what, marketers need to know why

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To Get to What,

We Need to Know Why.

Chris Paradysz CEO and Co-Founder

PM Digital & Paradysz http://www.pmdigital.com

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Why Do Anything?

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The Paradox of Why

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Why or What?

Provide a safe, comfortable place to grow and discover your interests…

Build the biggest house on the water I can afford…

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Why or What?

Collect all of the all colors of the 1957 Fender Stratocasters for my collection…

Learn to play guitar like Eric Clapton, Jimi Hendrix and Stevie Ray Vaughn…

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Why or What?

Be able to support orphaned kids... I don’t want kids to struggle the way I had to...

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Why or What?

Make myself happy... Make a difference in the company that I work for...

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The Paradox of Why

$53,000 Raised for Lupus Research!

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What : Why

• To raise $ for Lupus research

• To raise awareness of Lupus

• To inspire and connect with sufferers

• To break a record

• To make friends and family proud

• It would be kinda cool

What? Why?

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Innovation Scorecard

Brings in new, high-value customers

Builds my brand trust to sustain a long-term relationship

Meaningfully and tangibly, connects my brand and products to her life

Can be 10% of my business in 24 months

Can be executed flawlessly, ourselves or with partners, repeatedly

Forecasts out to meet ROI and P/L goals

Is multichannel and can be integrated

Will survive for 4 years

If successful, can be scaled in 12 months

Will help my professional growth

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Why: Who is she?

What: Audience profiling, list categories and list usage, persona development and eCRM targeting.

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Why: Understand what matters to her?

What: Pinterest, Vine, Facebook, Twitter strategies, brand voice and tagline testing.

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Why: Understand her needs and wants?

What: Outdoor media testing.

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Solve Paradoxes With Purpose